Social Networking 101 for Nonprofits
Download as PPTX, PDF8 likes932 views
This document discusses how nonprofits can use social networks for their mission and goals. It provides examples of nonprofits like LIVESTRONG and Sierra Club that have built successful online communities on Facebook and their own websites. These networks help nonprofits engage constituents, raise awareness, advocate for issues, fundraise, and recruit volunteers. The document also addresses challenges like moderating discussions and measuring return on investment through soft and hard metrics. It emphasizes the importance of clear objectives, resources, and community management for social networks to benefit nonprofits.
Social Networking 101 for Nonprofits
- 1. Social Networking Strategy for NonprofitsBy Frank Barry(Blackbaud) and Jeff Patrick (Common Knowledge)
- 2. Who’s Talking?Jeff PatrickPresidentCommon Knowledge@commonknow ^jpFrank BarryManaging ConsultantBlackbaud@franswaaFB
- 3. Question?What is a Social Network?FB
- 4. Social NetworkA collection of people tied together by their relationships around a common area of interest.A network of networks.JP
- 5. Social Network Example - JasonJasonSoccer TeamCA Stanford Alumni JasonNetworks:Soccer Team
- 8. Church ChoirChurch ChoirNonprofit JobJP
- 9. Important Concepts About Jason & His NetworkJP
- 10. Social networking facilitates relationship building via improved communications and collaboration in a social environment.Social networking is the means to an end.Social networking assists in the delivery of your programs, services and mission.FB
- 11. Online Social NetworksHouse Social NetworksBuilt on nonprofit websiteOwned & operated by nonprofitIntegrates well with 3rd party softwareGreat community management toolsCommercial Social NetworksFacebook , TwitterBuilt-in audienceOwned by commercial entityIntegrates with 3rd party softwareMinimal community management toolsFB
- 13. Example – Commercial Social Networkhttp://www.facebook.com/livestrongFB
- 14. Facebook Community: PeopleThe hear of a social network is people. No people = no networkNo people = no socialFB
- 15. Facebook Community: Reaching OutFB
- 16. Facebook Community: EngagementEventsComm.eStore PromoBlog PostFB
- 17. Facebook Community: Comments & DiscussionFB
- 18. Facebook Community: Comment CountsFB
- 22. Service, Programs & Mission via Social NetworkLIVESTRONG is able to meet these objectives:Engagement / CommunicationAwareness / EducationAdvocacy & ActivismFundraisingVolunteeringCHANGEFB
- 24. Example – House Social Network at Sierra ClubJP
- 25. Community, People & ProfilesJP
- 26. Tioga Jenny Profile (cont.)JP
- 27. User Generated Content: Community DiscussionsJP
- 28. UGC: EventsJP
- 31. Advocacy Actions: Organization + UGCJP
- 32. Service, Programs & Mission via Social NetworkSierra Club is able to deliver on these objectives:AwarenessEducationAdvocacy & ActivismEngagementVolunteeringCHANGEJP
- 33. Question?How are online social networks used by nonprofits?JP
- 34. Answer:Social networks are increasingly integral to most aspects of nonprofits & their workFundraisingVolunteeringEventsAdvocacyService DeliveryJP
- 35. Examples of Social Networks Within NonprofitsJP
- 36. Examples of Social Networks Within NonprofitsFB
- 37. Examples of Social Networks Within NonprofitsFB
- 38. Examples of Social Networks Within NonprofitsJP
- 39. Examples of Social Networks Within NonprofitsJP
- 41. House Network: Arthritis FoundationJP
- 42. “Connecting people with Rheumatoid Arthritis”RA ConnectJP
- 43. History 2003: Arthritis Community 1.0ChatsDiscussion GroupPersonal PagesAudio Success StoriesGoal: Peer-to-Peer Support; Acquisition & CultivationJP
- 44. Community 1.0 - ConclusionsChats were not popular (“critical mass problem”)Success stories were expensive to collect (“Audio”)Personal pages under-utilized (“not customizable”)Discussion Groups were very popularJP
- 46. Blog
- 48. PodcastsArthritis Community 2.0JP
- 49. Arthritis Community 2.0Content = EducationJP
- 50. Generation TwoJP
- 51. Generation Two – Discussion GroupsJP
- 52. Generation TwoJP
- 53. ProfilesJP
- 54. Cross-Pollination to other Online CommunitiesJP
- 55. Arthritis Community StrategyLets Talk RARA ConnectLets Move TogetherOthers (Future)Strategy: Targeted communities to serve individual segments of the base, tied together via a universal profile.JP
- 56. Types of Social Networking CommunitiesJP
- 57. Risk assessmentOnline Social NetworksFB
- 58. Issues & Concerns with Nonprofit Social Networks“You’re going to ruin our brand”“Our opponents are going to have a field day”“I’m not sure we can trust our constituents to say the right thing”“Won’t a few bad people ruin it for the community?”“What if a community member says something that isn’t true (about us)?”“How do we manage everything?”FB
- 59. Community Management & ModerationRoleManagerAuditorPoliceCommunity AdvocateBrand EvangelistEditorMarket ResearcherFB
- 60. Real Issues Require Real StrategiesThis is a short list of examples to get you thinking about the realities of managing an online social networkFB
- 61. Social Networking CultureBe democraticBe transparentBe realBe a personBe engagedDialogue not monologueBE all of these things, but employ a realistic and professionalcommunity management strategy, policy, and team.FB
- 62. Return on investmentOnline Social NetworksJP
- 63. ROI for Social Networking Sites & CommunitiesSoft ROIAwareness & brandingEducationHigher level of engagementHigher affinity for organizationCommunity BuildingEmail List AcquisitionAdvocacyVolunteer recruitmentFB
- 64. ROI for Social Networking Sites & CommunitiesHard ROIAnnual or membership fundraisingEvent fundraising (peer-to-peer)Major DonorsAdvertisingUnderwritingSponsorshipCause MarketingGrantsJP
- 65. Staffing & ResourcesOnline Social NetworksJP
- 66. Resourcing for Social Networking ProjectsJP
- 68. Final pointOnline Social NetworksFB
- 69. Social Networking SuccessExperimentation is OK … at the beginningThen Be Sure to Have:ObjectivesAudienceMetricsResourcesBudgetExecutive SupportDemand Entrepreneurial GrowthFB
- 71. Social Media Webinar Serieshttp://www.blackbaud.com/bb/internet/social-media.aspx
- 72. The End … We appreciate your time!Frank BarryManaging ConsultantBlackbaud858.795.8947www.blackbaud.comfrank.barry@blackbaud.com@franswaa (http://twitter.com/franswaa) Jeff PatrickPresident & FounderCommon Knowledgewww.commonknow.comjpatrick@commonknow.com@commonknow (http://twitter.com/commonknow)
Editor's Notes
- #32: Fundraising Capital Campaigns Board members leveraging their networks Tell-a-friend Event fundraising House parties Giving Circles Alumni Decade or Year Leaders Local fundraisers – hairdressers, brownie troops, Volunteering Corporate volunteer groups High school teams College sororities/fraternities Phone banks to networkEvents Corporate Teams Participants and their donor networks Tables at GalasAdvocacyGrasstops recruiting local grassroots participants Viral campaigns Tell-a-friends Get-out-the-vote phone banking Canvassing among your networkService Delivery Education: volunteer leaders who host events, lead learning circles, mentor a team Healthcare: parents mentoring one another, emotional support Alumni Events: Alum volunteers who pull together their network of alums for a picnic or tailgate Technology: technical support Blood Drive: Corporate day